Published November 14th, 2017
It may be no surprise to see Netflix, Amazon and Hulu maintain their position as the top guns in the US over-the-top (OTT) market, but research from Parks Associates has revealed that bubbling under the crucial three are now a number of interesting players.
Based on subscriber numbers, the researcher found that the top ten comprised Netflix, Amazon Video (Amazon Prime), Hulu (SVOD), MLB.TV, HBO Now, Starz, YouTube Red, Showtime, CBS All Access and Sling TV. Of most note is the velocity that the skinny bundles have gained in a short space of time. In addition, the HBO Now service has made particular progress.
Parks also noted that YouTube Red entered the top ten list during the past year, and the OTT services for premium channels Showtime and Starz moved up or entered the list. Skinny service Sling TV has maintained its strong growth from 2016, and MLB and WWE continue to lead in sports-related subscription OTT video services, with WWE sitting just outside the top ten.
“While the top three are no surprise, the big story over the past year has been the rapid subscriber growth for OTT video services from HBO, Showtime, and Starz,” said the Subscription Over-The-Top (OTT) Video Services In The US Market report author and Parks Associates senior director of research, Brett Sappington. “The combination of recognised brands and popular original content is driving demand for their offerings. Services such as Sling TV and Crunchyroll are still enjoying strong growth, but other services have simply grown at a faster rate over the past year.”
The research also found that online pay-TV services were also growing quickly, fueled by advertising campaigns across the US. “YouTube TV’s advertising and sponsorship deal with MLB during the recent World Series is just one example of the marketing dollars behind these service offerings,” Sappington added. “While more online pay-TV services could enter the top ten within the next year, those services that comprise the top ten are recognised brands that are aggressively working to expand their subscriber bases. Displacing them will be a difficult task.”
Looking to future trends Parks Associates noted that operators and OTT video services were working together in promotions, OTT service distribution and bundling, integration into the set-top box, zero-rating of video in data services and billing. OTT services were also partnering with each other for distribution and bundling, service promotion, improved brand awareness and content licensing.
“Consumers have a variety of choices and are increasingly self-aggregating multiple OTT video services,” the analyst concluded. “As a result, partnerships within the OTT space are becoming more common, as operators, content owners, and OTT service providers all look to gain an edge in attracting subscribers and generating buzz for their offerings.”
Source: Rapid TV News
Over-the-top video services have overtaken TV set-top boxes as the primary place where consumers watch their favorite shows, according to the 2017 ”Conquering Content” study from Hub Entertainment Research.
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According to new research from The Diffusion Group (TDG), binge viewing — that is, viewing more than one episode of a TV series back to back — is rapidly becoming universal, with nearly nine-in-ten ABUs binging at least occasionally. But the frequency of binge viewing skews strongly in favor of younger adults.TDG's new analysis, Binge Viewing - A Consumer Snapshot, identifies and profiles three groups of adult broadband users in terms of their binge viewing habits.
Heavy Bingers (binge daily, comprise 14 percent of ABUs),
Medium Bingers (binge monthly but not daily, comprise 51 percent of ABUs), and
Light/Non-Bingers (21 percent of ABUs that binge less than once a month, 14 percent that do not binge at all).
Importantly, TDG analysts found that the frequency of binging is strongly correlated with the viewer's age. For example, 58 percent of Heavy Bingers are between the ages of 18 and 34, while 56 percent of Light/Non-Bingers are age 45 and older."The fact that 31 percent of Heavy Bingers are between the ages of 18 and 34 further illustrates just how different millennial viewing habits are from those of older generations," notes Michael Greeson, President and Principal Analyst at TDG. "For more than a decade, TDG has predicted and observed a structural transformation in what it means to 'watch TV,' with viewing behavior slowly changing from an activity defined by flipping between different live shows on different networks, to one characterized by on-demand binging of individual series."As these consumers age and younger generations steeped in quantum habits follow behind them, Greeson argues that this behavior will only become more prominent, further impacting programming and distribution strategies.View TDG's latest analysis of contemporary viewing behavior, Binge Viewing - A Consumer Snapshot for an insight into the different segments of binge viewers — who they are, how they behave, and what drives their decisions and preferences.
Source: TDG Research